I’ve never eaten at a Chipotle. I may not ever. I mostly cook at home (you know, that’s kinda my thing) and there are few places I can do so safely, anyways. Most of my serious foodie friends would probably not set foot in the chain, just because it’s a chain.

But I have to give them props for this flipping beautiful (ugh, BEAUTIFUL) video they just released, “The Scarecrow.” It’s kinda a rage-gently-against-the-machine sort of thing, implying that the restaurant shuns products that are unethically produced or genetically or chemically modified.

From a marketing perspective, it’s brilliant because it’s not a traditional ad. Their target market, millenials, cannot stand traditional advertising and respond well to viral video. Anyone in professional food with that target market, take note.

It also doesn’t hurt that it’s set to a haunting remix of “Pure Imagination” from the best kid movie ever, Willy Wonka and the Chocolate Factory (the 1970s original, mind you).

I have to say I don’t stress as much as maybe I should about all these concepts, but MAN. I’ve got to give them some serious props.

BONUS: Check out the scarecrow’s knife skills at the end! See? Knife skills save the world!

Update 9/20: Okay, a few days later we’ve all come off of the beauty of the piece and started to pull at its flaps of mild hypocrisy. Particularly notable is this parody video by Funny or Die: